Effectively increasing UOC's reach with YouTube Audio Ads

The Universitat Overta de Catalunya was faced with the challenge of increasing its presence on YouTube and gaining greater visibility. With a significant part of its target audience active on the platform, the university was looking to use YouTube as a channel to interact with audiences interested in training. To meet this challenge, Adsmurai and the UOC used YouTube Audio Ads, a new ad format on YouTube that allows advertisers to reach users who consume content aurally on the platform.

These ads represent an innovative advertising strategy that allows advertisers to reach users who consume content aurally on the platform. YouTube has developed this option to provide an optimal advertising experience, especially for users who choose to listen to content on the go or via Google Smart Speakers. In addition, they are published during long listening sessions and moments in the background, ensuring greater visibility and engagement with the audience.

For the occasion, four audios were created, two in Spanish and two in Catalan, with the aim of analysing the flow of impressions of each one. Two of these audios were aimed at audiences interested in Vocational Training (VET) studies, while the other two were oriented towards other lines of training offered by the Universitat Oberta de Catalunya, thus encouraging audiences to choose training with the university.

"The achievement of the objectives pursued by the UOC represented a significant milestone, especially when implementing a new campaign format. The contribution of Google and the UOC was key to achieving the objectives in an efficient way".

— Josefina Moratalla, SEM Specialist in Adsmurai